Abstract
The article examines some varieties of controversial consumption in Sweden from the First World War to 1945. The focus here is on cosmetics, cigarettes, films, jazz music and dancing. All these types of consumption were growing. From a morally conservative position, they presented a threat. It was perceived that a new lifestyle had been emerging since the end of the World War, associated with the advance of the wild, the primitive, and the erotic. The theories of mass culture that were put forward can be seen as a rationalization of the fact that the elite experienced a loss of power over consumption and lifestyles. Nevertheless, as mass consumption developed, several goods and services had lost some of their controversial character by the end of the inter-war period.
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